As an annual sponsor of the Content Marketing World conference in Cleveland, Ohio, Hileman Group has the opportunity to leave print materials on the seats of session attendees. In 2017, in an effort to boost engagement, we wanted to do something more interesting than a tired flyer or brochure. It would need to be something that people would not traditionally expect, stuffed onto their seats in the conference setting. Rather, we wanted a piece that would implore them to think twice about simply pushing it onto the floor. Then it hit us: all of us have lost or forgotten a wallet at one time or another! We enlisted the help of our business development guy to be the face of our lost wallet campaign. By sending him to the conference and utilizing his persona in the wallet design, we were able to gain attendees' attention. We asked them to “return” his lost wallet directly to him, or through our corresponding landing page, which would help generate awareness of our agency offerings. The campaign saw a 300% increase in engagement when compared to previous years and had conference goers buzzing.

Inside of Wallet

Outside of Wallet

Lead Generation Page

Facebook Social Post

Wallet in the Flesh

and of course... compliments!

Content Marketing World Conference Chair Drop

As an annual sponsor of the Content Marketing World conference in Cleveland, Ohio, Hileman Group has the opportunity to leave print materials on the seats of session attendees. In 2017, in an effort to boost engagement, we wanted to do something more interesting than a tired flyer or brochure. It would need to be something that people would not traditionally expect, stuffed onto their seats in the conference setting. Rather, we wanted a piece that would implore them to think twice about simply pushing it onto the floor. Then it hit us: all of us have lost or forgotten a wallet at one time or another! We enlisted the help of our business development guy to be the face of our lost wallet campaign. By sending him to the conference and utilizing his persona in the wallet design, we were able to gain attendees' attention. We asked them to “return” his lost wallet directly to him, or through our corresponding landing page, which would help generate awareness of our agency offerings. The campaign saw a 300% increase in engagement when compared to previous years and had conference goers buzzing.

Role
Senior Visual Designer
For
Content Marketing World Conference
Date
August 2017
Type
Print Marketing Collateral